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| MARK0772-1 | Customer relationship management | |||||||||||
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| Duration : | 30h Th | |||||||||||
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| Holder(s) : | Claude Boffa, Henri Gutman, Jean Tondeur | |||||||||||
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| Course contents : | Marketing Methods : trade marketing, CRM, One to One. The tomorrow's marketing and the marketing within the company. Service definition: service nature and typology ( added service), features ( intangibility, simultaneity - production and use- service vulnerability ( how to protect against imitation ?) Customer loyalty development : the by word of mouth marketing, perception and servic evaluation by the customer, service quality and normalization, the fith "P" people Customer management and satisfaction appraisal: key-performance factors The added service: importance to differentiate and to create loyalty in industry and commerce : the added value of the welcome, of the "active listening", etc.. Quality assessment in the service sector : stakes and methods, satisfaction surveys.. Purchase behavior in industry and in B TO B Distribution channels and maintenance policies International customer management Sales force as a marketing tool | |||||||||||
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| Course objective : | Teach the students the tools used in Customer Relationship Management in the various professional areas ( services, Business to Business, consumer) necessary to start successfully in marketing ( to be immediately efficient) Illustrate the different career opportunities in marketing ( via guest-speakers from companies) Teach how to measure the importance of the added services as a differentiation factor in industry, commerce and services Teach how to manage as a whole, the company-customer contacts | |||||||||||
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| Prerequisites : | MKTG 552 Marketing MKTG 537 Market Research | |||||||||||
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| Organization : | Interactive lectures, case studies, personal research, contacts with professionals active in the field of marketing This course aims at giving to the students, the techniques used to design and launch marketing plans This course is based on self-teaching and group discussions, role plays, case studies, teamwork, guest speakers, and individual research. | |||||||||||
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| Written notes : | Aaker D. Marketing Management , Third Edition Aaker D. Strategic Marketing Management Third Edition Cohnen W.A. Running a Winning Marketing Plan , Wiley Kotler P. Marketing Management Prentice Hall Lambin JJ. Le Marketing stratégique, Fondements , méthodes et application Mc Graw Hill , 2nd Edition Porter M.E Choix stratégiques et concurrence, Prentice Hall Ray ML Advertising and Communication Management, Prentice Hall Robertson, Zielinski, Ward Consumer Behavior, Scott, Foresman and Cy Kapferer La marque, capital de l'entreprise Webster Industrial Marketing Strategies Malaval Marketing Business to Business Leonard Stratégies de marketing industriel Shapiro Sales Program Management Recommended : Havard Business Review, Internet Websites | |||||||||||
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| Assessment : | 1st session assessment : Oral examination + continuing assessment + written case study 2nd session assessment : oral examination + written case study Prolonged 2nd session assessment : same as 2nd session assessment | |||||||||||
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ULg : Students and Studies Administration - Academic Affairs
Contact : Monique Marcourt, direction A.E.E.
Date of data : 27/02/2006
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